Is Industrial Advertising Still Sexist: It's in the Eye of the Beholder

Document Type

Article

Publication Date

5-1-1998

Department

Marketing and Fashion Merchandising

Abstract

The topic of sexism in advertising has been dissected for more than 30 years in the consumer advertising arena. Yet, a relative dearth of knowledge exists concerning perceived sexism in industrial advertising. More and more women are joining the professional ranks. Their perceptions of gender role portrayals in industrial advertising is of high importance to marketing strategists concerned with not only sales but public image and public relations. This study provides empirical evidence concerning gender differences in perceptions on this important issue and discusses the crucial relevance of these findings to industrial marketing strategists. (C) 1998 Elsevier Science Inc.

Publication Title

Industrial Marketing Management

Volume

27

Issue

3

First Page

247

Last Page

255

Link to Full Text

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